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Keywords: Marketing investment
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Journal Articles
Marketing investment and pharmaceutical product diffusion
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Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (3): 394–407.
Published: 07 September 2020
...Xiaoyan Qian; Hao Yin; Xiaotong Li Purpose This paper aims to explore the influence of marketing investment on drug diffusion processes, to analyze the heterogeneity of the diffusion characteristics and to understand the drug diffusion patterns in the prescription and over-the-counter (OTC...
